Purpose: Digital communication and social media have an increasing importance in society and in tourism boosting. This study aims to analyse the role of digital marketing in the destination image and visitor loyalty of historic sites.Design/methodology/approach: Using a mixed-method approach combining survey data from 318 respondents and three in-depth interviews. Using structural equations modelling results reveals experience, satisfaction, image and loyalty are concepts to be considered by the destinations' digital marketing promotion, as well as the increasing use of digital marketing by tourists, in the sense that tourists are increasing the habit of checking the opinion of others before scheduling their trip and gives them more importance, and a growing importance is given by tourists to the web/social networks of places they intend to visit.Findings: This study contributes to the theory on tourism digital marketing which can be transposed to organizations management in order to encourage discussion on the processes of capture, retention and loyalty of target audiences.Research limitations/implications: To enhance the importance of digital marketing in the process of the tourist development of the city, it is fundamental to define a clear strategy for attracting and responding to the greatest demand from cultural tourists who are increasingly interested in actively participating in learning experiences.Practical implications: The results show that digital communication and social media have an increasing importance in society and in tourism boosting and economy recovery.Social implications: The paper presents digital marketing as a possible factor in tourism development and social inclusion, advancing practical measures aimed at social justice through a fairer distribution of tourism revenues and the defence of historic centre residents' way (i.e. Barcelos’), and quality of life.Originality/value: The authors suggest the development of a strategic digital marketing plan applied to the development and promotion of tourism in the city of Barcelos (Portugal), to complement the research presented here, thus contributing with a more practical perspective of the subject under study.

The primary objective of this study is to validate the Sustainability Consciousness Questionnaire (SCQ) for the Portuguese population, ensuring its reliability and applicability across the dimensions of knowledge, attitudes, and behaviours related to sustainability. This validation is crucial for ensuring the SCQ captures local cultural nuances and provides reliable data to inform educational and policy strategies for promoting sustainability. To achieve this goal, a quantitative methodology was adopted, involving the translation and cultural adaptation of the SCQ into Portuguese. Data were collected from a convenience sample of 630 participants, aged 17 to 83, using an online platform. Ethical procedures were rigorously followed, including obtaining informed consent from all participants and ensuring data confidentiality. The factor structure of the SCQ was analysed using structural equation modelling (SEM). The analysis confirmed a three-dimensional factor structure aligned with the environmental, social, and economic pillars of sustainability, as well as significant correlations between these dimensions and real-world sustainable practices such as recycling and energy conservation. The results confirmed the construct validity of the SCQ, demonstrating robust reliability indicators across its scales and acceptable model fit indices (CFI = 0.860; TLI = 0.851; RMSEA = 0.045). These findings highlight the questionnaire’s utility as a measurement tool for sustainable consciousness in the Portuguese context. The SCQ provides a valuable resource for educators, policymakers, and researchers. For instance, educators can use the SCQ to identify gaps in students’ sustainability knowledge, policymakers can prioritise areas for intervention based on public attitudes, and researchers can explore relationships between awareness and sustainable behaviours to design effective programs. Furthermore, this study contributes to Sustainable Development Goal 4 (Quality Education) by enabling data-driven strategies to integrate sustainability education into curricula, fostering a deeper understanding of sustainable practices and behaviours essential for achieving global education goals.

The use of digital marketing by tourism, has an increasing importance, since most of the time, it is through digital marketing that it is possible to obtain information about tourists or make them reach information. This study’s objective was to analyze the use of digital marketing in tourism in Barcelos city. Thus, we resorted to the case study, where the quantitative and qualitative approach were reconciled. In the study participated in 106 respondents and three interviewees, more precisely, two marketing and tourism professionals and one tourism academic. The qualitative perspective is this research focus. Since this study coincides with the Sars-Cov-2 pandemic (COVID-19), it is possible to envisage the massive use of digital marketing by the tourism sector, as a tool to help overcome the existing difficulties. Furthermore, this study contributes to future research related to tourism in the Barcelos city and to digital marketing that can be transposed to organizations management, in order to foster discussion about processes of attraction, retention and loyalty of target audiences.

Integrating Artificial Intelligence (AI) with sustainable marketing provides a transformative approach to fostering responsible business practices. This examination covers green, social, and critical marketing theories, illustrating how AI improves efficiency and personalisation in promoting sustainability. By leveraging AI, companies can better address consumer demands for eco-friendly products and services. The exploration includes practical applications such as predictive analytics, targeted marketing, and automated customer interactions, emphasising AI deployment's ethical considerations and challenges. The impact on corporate strategies and AI's contribution to achieving the UN Sustainable Development Goals are also highlighted. The complexities of merging AI with sustainable marketing are thoroughly evaluated, providing valuable insights into theoretical advancements and practical implications. Future research directions are suggested further to enhance the synergy between AI and sustainable marketing practices.